The 2022 Super Bowl Ads Will Feature a Return to Travel, Familiar Faces and New Tech

NBC has mentioned it offered a number of advert slots at $7 million for 30 seconds of airtime.

The inflow of first-timers continues a pattern from final 12 months, when a gaggle of entrepreneurs that did properly through the first a part of the pandemic purchased their first Tremendous Bowl commercials. This 12 months cryptocurrency and playing are approaching robust.

Cryptocurrency exchanges together with

Coinbase Global Inc.,

FTX and Crypto.com will make their Tremendous Bowl debuts as they try to become household names. Their adverts must interact each crypto superfans and a broader viewers that’s much less acquainted with the topic.

“Should you do this proper, everybody’s smiling or laughing, or no less than entertained at what you’re placing on through the sport, however there’ll be a smaller subset of that viewers that positively researches extra, goes on-line and figures it out,” mentioned Lee Newman, chief govt of the

Interpublic Group

of Cos. promoting company MullenLowe U.S.

The Cue Well being business received’t be the one advert with a theme of well being and wellness.

Planet Fitness Inc.’s

first Tremendous Bowl advert exhibits actress Lindsay Lohan placing her social gathering days behind her, whereas an advert from medical know-how firm

Hologic Inc.

options singer Mary J. Blige encouraging ladies to get medical screenings.

It is smart to see well being and wellness mirrored within the Tremendous Bowl advert roster following two years of a pandemic, mentioned Ari Lightman, professor of digital media and advertising at Carnegie Mellon College.

“We’re hopefully getting out of a really scary time, however there’s a whole lot of different points that should be tackled,” Prof. Lightman mentioned.

After journey entrepreneurs took a break from the Tremendous Bowl final 12 months, entrepreneurs like

Booking Holdings Inc.

and

Expedia Group Inc.

purchased advert time this 12 months as journey picks again up.

Advertisers within the first Tremendous Bowl of the pandemic in February 2021 had been tasked with setting the best tone for an occasion that befell earlier than widespread vaccination in opposition to Covid-19 and shortly after the divisive presidential election. Some adverts in final 12 months’s sport alluded to the pandemic, although primarily with oblique references and humor. Jeep ran a somber two-minute commercial acknowledging the division within the nation.

This 12 months’s Tremendous Bowl promoting seems to be extra commonplace fare.

“What we’re seeing within the Tremendous Bowl promoting that I’ve seen thus far is absolutely the tried and true approaches which have at all times labored within the sport to entertain folks and interact them and be efficient,” mentioned Mr. Newman of MullenLowe. “They’re infants, they’re puppies, they’re huge bodily humor, cinematic productions, nostalgic music, these kinds of issues.”

An advert for Frito-Lay’s Doritos and Cheetos Flamin’ Scorching varieties, for instance, will embrace a rendition of the Nineteen Eighties hit “Push It” and the voices of musicians Megan Thee Stallion and Charlie Puth rising from the mouths of a songbird and a fox, respectively.

“There was actually a extra severe tone in final 12 months, and at the moment, we continued to actually present what we thought was a second of launch,” mentioned

Rachel Ferdinando,

senior vice chairman and chief advertising officer at Frito-Lay North America, which can also be operating a business for Lay’s potato chips. “In some methods, [this year] was staying the course for us. Possibly for others it’s going to be a pivot.”

A teaser for MullenLowe’s advert for Morgan Stanley’s E*Commerce buying and selling platform hinted that the model’s spokesbaby, as soon as a Tremendous Bowl staple, will return after practically a decade in retirement.

Anheuser-Busch InBev SA’s

Budweiser is bringing again its well-known Clydesdales on this 12 months’s advert, titled “A Clydesdale’s Journey.” It encompasses a horse turning into injured, then ultimately recovering sufficient to run once more, and concludes with the phrases, “Within the residence of the courageous, down by no means means out.”

Daniel Blake, group vice chairman of selling for Budweiser and Worth at AB InBev, mentioned the corporate wished to make use of the Clydesdale as an emblem of energy and perseverance. “I don’t suppose there’s any extra unifying and hopeful message for People than reminding them that we at all times bounce again on this nation,” he mentioned.

Write to Megan Graham at megan.graham@wsj.